I’ve been invited by Joseph Thornley to be a panelist at the Centennial College Unconference where I’ll have the pleasure of discussing how SM can help start and build careers in PR. There’s certainly a lot to cover as you’ll see on Pro PR where Joseph received lots of good responses about the importance of SM and how to embrace it. One repeated point: just do it; the more you do, the better you’ll do. Another point: there’s much more to SM than Facebook, YouTube and blogs. And then there’s this small point: make sure SM fits your communications strategy. All good info that should make for an interesting discussion on Nov 12.
Campbell Communications 
Hey Trevor,
Glad to see you blogging.
I’ll keep an eye on the site.
Omar
Welcome to the blogosphere, Trevor.
You’ve been here a day, and you’re already going to an unconference? Nice work!
We’ll add you to the Porter Novelli link blog on the new corporate site (when it launches – soon.)
Lest we give young practitioners the idea that social media is a shortcut into the PR business , I think we should all take a breath and have people understand that social media is a new channel to explore and become proficient in. It doesn’t replace the ability to craft a carefully considered strategy based on business and communications objectives. If you don’t know how to do that, you don’t know how to apply social media tools to the situation.
I remember my first agency boss thought having proficiency with WordPerfect was an asset. That doesn’t help me much today.
Good luck with the blog, Trevor.
Thanks for your comments, gentlemen. Good points, David.